Sheryl Sandberg is speaking today at 11:00 AM EDT. We’ve embedded the stream of the keynote live below. We’re expecting Sheryl to announce “Brand Lift” the company’s new partnership with Nielsen to measure the effectiveness of various advertising campaigns. We actually have some screenshots of Brand Lift in action that we’ll be updating this post with shortly. In the meantime you can watch the stream live below.
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There are two primary types of online advertising: direct sales marketing and branded ad campaigns. Direct sales models like online affiliate marketing or email marketing have already been proven. However large brands have only begun spending billions of dollars online, because there have been very few ways to monitor the effectiveness of campaigns. Let’s say that you set up a Facebook application which millions of users interacted with. How do you then measure the ROI of that program once it’s complete? Given that large companies spend hundreds of millions if not billions of dollars on advertising everywhere, it’s difficult to track the impact of a single advertising program on a user’s awareness of a product or service. That could all change with Facebook’s announcement tomorrow.
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